persuades one to acquire a style, behavior, or attitude because everyone else is doing it. uses misleading or unproven statistics to convince the audience to believe it as a fact. uses an individual, thing, idea, or symbol that carries respect, authority, prestige, and other positive qualities along with the product to mak it look more acceptable. gives a negative label to an idea, person, or product so that it will be rejected. uses ordinary people enjoying the product to make it seem practical and of good value. uses an important person or famous figure to endorse a product. uses glowing terms in describing a product, telling how wonderful it is.